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CounterEdge Identity

“Cutting-edge” has new meaning, with innovative eco-friendly countertops from CounterEdge that are digitally templated from unconventional materials, such as concrete, reclaimed glass or paperwood.

Various logo concepts were developed. Ultimately a mark that has two beveled counters coming together to form an edge was established, which also embodies forward inertia. The neutral and green colors represent the use of both traditional and eco-friendly materials. The word-mark lockup includes classic typography as well as the company's tagline.

We're honored to have had the CounterEdge branding program selected for a 2011 American Graphic Design Award by Graphic Design USA.

John Gavula is a chameleon of brand design. I have worked with he and his associates as an in-house creative for the Boston Red Sox, as well as in similar capacities for various organizations—both large and small—for the past 10 years. No matter how recognizable (or in some cases non-existent) the brand, John's ability to capture a company's identity and adapt it in every conceivable execution is truly remarkable. But he does not do so blindly or haphazardly. Rather, it is done through thoughtful introspection, research, and constant dialogue with the client. In an industry where things are increasingly taken for granted, John and his associates leave no stone unturned and always add the necessary polish for diamonds in the rough.